Client Goal
Determine which core value propositions would create the greatest value for homeowners overall and by customer segment and understand the revenue implications of different offer levels.

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Background
The client was preparing to make a sizeable investment in a new branding campaign. Leadership needed greater confidence in which marketing levers mattered most, how those priorities differed across target personas, and what the quantitative findings actually meant in practical terms before launch.

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Decision at Stake
Which value propositions should the company invest behind in its new campaign — and which messages were less likely to drive conversion or justify the spend?

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What We Did
The AND Group designed and executed an online study that combined conjoint analysis with strategically designed open-ended questions. The work included 1,492 qualified respondents, with qualitative responses analyzed at the individual level and then synthesized by target persona to explain the “why” behind the quantitative results.

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What Changed
The work gave the client clear direction on which value propositions were most likely to drive conversion, along with a more grounded understanding of customer expectations behind the campaign’s core promises. That allowed the team to move forward with greater confidence in where to place brand investment and how to shape messaging across priority segments.